Thirty-three years ago, a recently married
senior at Texas A&M University
was desperate to find a means of supporting
his family after graduation. A
year earlier, in the fall of 1972, Brazos
County Commissioners had legalized
the sale of distilled spirits inside the city
limits.
In the years since, J.J.’s Package Stores has grown from the original retail outlet to a three-store chain, including a wholesale distribution business that services restaurants and nightclubs in Bryan-College Station. Customer service has been the key to success for J.J.’s.
“It’s a cliché, but it’s true, ‘There are only two rules in customer service: Rule one, the customer is always right. Rule two, if the customer is ever wrong, refer to Rule one,” Ruffino said. “After 33 years, the one thing that is foremost in our success is the ability to establish personal relationships with our customers and suppliers.”
With that rule as its mantra, J.J.’s Package Stores was recently voted Favorite Liquor Store in the Brazos Valley in The Eagle’s Readers’ Choice Awards.
“I am honored and deeply humbled by the confidence and support the people of this community have shown to Cherry, me and J.J.’s Package Stores,” Ruffino said. “A mere ‘Thank You’ seems inadequate. I am sincerely grateful to the people of this community and the support they have shown to J.J.’s Package Stores over the past 33 years.”
The three retail outlets and the wholesale service are four separate businesses in the J.J.’s chain. Each is directed by a different manager - Clay Dozier, Dan Dunn, Luke Ruffino and Pat Connaughton. Ruffino trusts explicitly each of the managers, along with office manager Sandi Ostman.
“Each one of the businesses is as unique as its own location,” Ruffino said. “My management style is to stay out of their way and let them do their jobs. If I find myself managing them, it’s time to find a new manager.”
Customers of J.J.’s Package Stores repeatedly comment on the superior service, great selection and competitive pricing. It makes the J.J.’s team feel as though they have accomplished their goal - a job well done.
Ruffino lists several factors as keys to the success of his businesses.
“Number one is Cherry, my wife of 34 years, who is patient, understanding, supportive and loving. Next are my children, Toni, Luke and Joey, who have made untold sacrifices for the advancement of J.J.'s Package Stores. Number three is a staff that is committed to J.J.’s philosophy of customer service. Fourth is providing services that are not generally offered by our competition, such as gift baskets, delivery service, party planning, cigar sales, special orders on hard to find items and product information. Finally, monetary support to non-profit rganizations,” Ruffino said.
Ruffino hopes J.J.’s Package Stores are around for years to come.
“God willing, I see myself continuing to grow with the community,” he said.
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